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Thorsten Heins Says BlackBerry 10 To Roll Out in 3 Waves


RIM’s CEO Thorsten Heins is on a tour before BlackBerry Jam with his latest stop being South Africa. In an exclusive interview with Thorsten Heins told them that BlackBerry 10 will be rolling out in three waves. RIM plans on hitting global markets with these three waves and currently has South Africa and Nigeria both on the first wave to “pay tribute” for them remaining loyal customers.

Customers in South Africa and other countries appreciate BlackBerrys due to the low data usage and high costs of data. Heins once again reiterated his former stance on the current state in North America including:

“The market in the USA was driven by a tectonic shift to full touch screens and to LTE (4G connectivity) in a very short time frame in the enterprise space.  All the money from the carriers is going to 4G. That is why we have lost and are still losing market share… There are two routes to recapturing that market. Firstly, we are working on our installed user base. So far the upgrade ratio has increased from 8% to 22% in the last two quarters… The second thing is to get Blackberry 10 into the market and make sure it fulfills all users’ requirements, such as the full LTE experience.”

Let us know how you think RIM should and will roll out BlackBerry 10. via via N4BB

15 total comments on this postSubmit your comment!
  1. I don’t know if this is their plan, but, I wonder if the USA will be in a tier 2 or tier 3.

    I picture them dropping BB10 in tier 1 countries where better sales are likely, ala Canada. This will create good headlines regarding solid regional sales and create positive buzz.

    It would allow RIM to control the message regarding sales and interest.

    The Americans would see BB10 doing well in other countries and it would peak their interest for when it releases in the USA.

    Its a different approach but I don’t see the downside.

    • You have a point 🙂 I felt a US launch should be first, but it is bound to get negative press even if it is the greatest device every to hit shelves. That negative press may deflate the view of BB10 devices and RIM’s future. So, you are perhaps right in suggesting that RIM first target tier 1 countries who have always been supportive of BlackBerry. The foreign press will have positive things to say, which will only help the launch of the BB10 products.

    • I don’t know if RIM can risk that, yes, you’re right sales have slowed, fallen behind in America but we’re also a conceited market that thinks we’re the best in the world so making us wait, may backfire. Basically while RIM may not think as highly of the American market, you don’t want to confirm it by taking the low road and delaying it here.You can do that when the demand is high but not when the demand is low. For example, Europe tends to get BMWs slightly before the US, there’s a reason though (customs, transportation, etc) and they still sell. RIM on the other hand, I don’t think think they have much of a reason too and the last thing they need is the media jumping on them for something else.

      • Meanwhile, if they do release US simultaneously with the tier 1 countries, and US tanks, I doubt it will impact the tier 1 markets much, if at all, because they’ve somehow remained strong markets even after RIM’s supposed death (as so declared by the US market) lol

  2. If the phone is made for LTE that’s basically USA, Canada, and maybe UK. Japan I’m not sure but probably has it.

    Even though RIM is in trouble in the US it would seem silly not to roll out in the largest LTE market. Even if sales are “not good” they would probably swamp sales in Canada.

    Also need phones in as many markets that will take it for developers.

    Likely still more than 4 months away, *sigh*

    • Playing devils advocate here….. if they launch in USA in tier 1, and sales tank in the USA, the press will hop on it so hard and will be insane. Even if sales are great in all the other Pro-Blackberry countries, the tanking in the USA will be the headline.

      If you leave USA out of tier 1, you get positive headlines. It doesn’t mean that sales in the USA in a tier 2 launch will be any better because of this, but, at the very least they will initially get good press.

      I also disagree that the phone is “made for LTE” It is made to accomodate LTE but it will function just find on 3G or HSPA+

    • Agree too. Depending on how they launch, I might have to wait a bit for mine 🙁

      Actually, you will be surprised to know that some of those foreign countries are moving to LTE faster than in the US. Some just skipped HSPA/+ and moved right to LTE. Soon there will be no big disconnect between North America, Europe, Asia, and the rest of the world — this is what LTE promised: a global standard.

      Perhaps tier 1 countries plus the US then 🙂

  3. I wonder what Thorsten means by the upgrade ratio. There are several ways to interpret it:

    1. 8% of BB users were upgrading to another BB, now up to 22% — a poor losing battle 🙁

    2. There has been a 22% increase in upgrades to other BBs.

    I’d like to believe it is the latter 🙂

    • There is no doubt they need and want to keep current blackberry users with Blackberry.

      I hope to god they have an attractive upgrade program to help.

      If they could offer me 150-200 bucks to trade in my 9900 if I upgrade to BB10, that would be amazing

      • Why would they offer you that much of an upgrade? Certainly, they should consider such a thing in the August timeframe in time for the next school year. However, doing so at launch may lead to shortages and delays in getting the new devices. I know I’d like an upgrade so I don’t need an incentive 🙂

        • Why would the offer me that? Me being the theoretical user who is making a choice whether to upgrade to BB10 or the competition?


          Because they should do everything they can to guarantee I choose BB10 as long as they break even.

          They don’t NEED to make tons of money with BB10. They just need to show positive growth.

      • LOL. They will probably still have their device trade in program. But it wouldn’t be more than $100.

        Not saying you are saying this…..

        but a lot of people seem to think every phone developer owes them phones. Where do they get these ideas from? I read a lot of forums, and whether it’s iPhone, Android, or BlackBerry, consumers think they are owed a new phone every time another comes out. They get to complaining. Really? You think they would make money if they “upgraded” every time?

        • I m not saying anyone owes anyone anything.

          I am saying that if RIM can absorb more of the costs they should do it.

          Again, this initial launch is about turning the tide on phone sales, not necessarily making tons of money.

          • I agree. Like I said, wasn’t accusing you of that. I just read it everywhere. It’s not just BlackBerry users.

            The trade in program is a joke. I can get more money on eBay than it. In fact, I’ve resold every phone I’ve every gotten for more than what I actually paid for it. I was shocked to see someone purchase my old 8330 and 8130.

  4. I wanna know RIM’s strategy for:

    – sync — multicalendar, contact & task sync with Google, Windows Live
    – cloud computing — sharing files, whiteboarding, collaborating
    – apps — we need some killer productivity apps, not just games

    The PlayBook was originally dreamed of as a “viewer” of BB docs & data; however, RIM’s tablet strategy must be more than that. Productivity apps are key to the PlayBook’s success. Docs2Go was nice but a huge upgrade is needed to bring it to measure up to Surface and other premium tablets out there today.

    I would like to see apps like Skype but I would also like to see the full OpenOffice suite ported to the PlayBook — I can then really do some serious documents, spreadsheets, drawing, and presentations. I would love to see some multi-track recording software like GarageBand, some

    There are still some gaps in the core software. Kobo is okay but not as good as it should be. There is a gap here in ebooks. RIM has a Music store, Video store, but no ebook store. Does RIM have an app strategy? I know they’d like to see the top 100 apps on BB10 at launch, and I would like to think there is a lot of active development in the works today leading up to January. However, we should be seeing some gaps closed.

    I recently gave up on BBM Music. They needs to fix its subscription info. I was being billed but had no service 🙁

    However, RIM has to realize that Microsoft has raised the stakes in the tablet world. In order to compete next year, they need to do the same by providing stronger and more compelling apps. There is a lot of open source software that can be leveraged here to fill in the gaps and provide some meat to App World, but RIM must also step it up.

    More native apps like Facebook and Twitter. Facebook sucks on the PlayBook and there is no Twitter app, just a launcher.

    With RIM’s 10-inch tablet in the works, we expect better apps — not just a bigger screen.

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